My Plus Life
My Plus Life (NTUC Link Pte. Ltd.) operates the Link Rewards Programme, a Singapore coalition loyalty platform enabling consumers to earn and redeem Linkpoints across FairPrice Group stores and 1,000+ partner outlets, with KrisFlyer miles conversion and Trust Card integration.
- Company typePrivate
- Founded1998
- HeadquartersSingapore, Singapore
- Headcount—
- GTM typeB2C
- OfferingServices
What My Plus Life does
My Plus Life (legally NTUC Link Pte. Ltd.) operates the Link Rewards Programme, a coalition loyalty platform based in Singapore that enables consumers to earn and redeem Linkpoints across the FairPrice Group retail ecosystem and a broader network of partner outlets. Members acc
My Plus Life firmographics
Firmographics- Name
- My Plus Life
- Legal name
- NTUC Link Pte. Ltd.
- Website
- https://plus.com.sg
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Short description
- My Plus Life (NTUC Link Pte. Ltd.) operates the Link Rewards Programme, a Singapore coalition loyalty platform enabling consumers to earn and redeem Linkpoints across FairPrice Group stores and 1,000+ partner outlets, with KrisFlyer miles conversion and Trust Card integration.
- Ownership category
- akta.pro rank
My Plus Life industry classification
Industry- Product category
- Consumer Loyalty Rewards
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
- akta.pro secondary industry
- Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)
Keywords
Where My Plus Life is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Markets served
My Plus Life business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel
Distribution channels3 records
Marketing channels2 records
My Plus Life product offering
Product offeringCore offering
My Plus Life (operating as NTUC Link) runs the Link Rewards Programme, a coalition loyalty programme that lets Singapore consumers earn 0.50 Linkpoints for every $1 spent at FairPrice Group stores and across 1,000+ partner outlets. Members can redeem Linkpoints at 100 points per $1 instant discount, convert points into KrisFlyer miles with Singapore Airlines, and unlock app-exclusive rewards from 20 Linkpoints. The programme is tightly integrated with a co-branded Trust Card that delivers up to 21% in combined savings when members shop at FairPrice Group merchants.
Product overview
Link Rewards Programme is a single loyalty rewards platform operated by NTUC Link. Members earn Linkpoints on everyday purchases at FairPrice supermarkets, partner retail outlets, and participating Cheers, Unity, and Kopitiam stores. Points can be redeemed for instant discounts or converted to KrisFlyer miles. The programme is accessible via the FairPrice Group app and integrates with the Trust Card for enhanced savings.
Differentiator
Problem solved
Functional benefit
Brands
- Trust Card: A co-branded card offering up to 21% savings when shopping at FairPrice Group stores including FairPrice Supermarket, FairPrice Finest, FairPrice Xtra, FairPrice Online, FairPrice Xpress, Kopitiam, Unity and Cheers.
Products and services
- Link Rewards Programme A coalition loyalty rewards programme for individual Singapore consumers that enables members to earn 0.50 Linkpoints per $1 spent at FairPrice Group stores and 1,000+ partner outlets, redeem 100 Linkpoints for a $1 instant discount, and convert Linkpoints to KrisFlyer miles with Singapore Airlines; distributed through the FairPrice Group mobile app and physical partner point-of-sale.
- Trust Card (co-branded savings card) A co-branded financial card integrated with the Link Rewards Programme that adds stacked savings on top of Linkpoints when members shop at FairPrice Group merchants (FairPrice Supermarket, FairPrice Finest, FairPrice Xtra, FairPrice Online, FairPrice Xpress, Kopitiam, Unity and Cheers), delivering up to 21% in combined savings.
Quantifiable outcome
- Earn up to 21% savings with Trust Card at FairPrice Group stores
Companies that use My Plus Life
Customer profileSegments1 record
Ideal customer profiles1 record
My Plus Life technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
My Plus Life partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- FairPrice Group (FairPrice Supermarket, FairPrice Finest, FairPrice Xtra, FairPrice Online, FairPrice Xpress, Cheers, Unity, Kopitiam)coreFairPrice Group stores are the primary earn and redeem partners for Linkpoints. Customers earn 0.50 Linkpoints per $1 spent at FairPrice, FairPrice Finest, FairPrice Xtra, FairPrice Online, FairPrice Xpress, Unity, selected Cheers stores, and Kopitiam. Linkpoints redemption and exclusive app offers are available across the full FairPrice Group ecosystem.
- KrisFlyer (Singapore Airlines)flagshipLinkpoints can be converted to KrisFlyer Miles, enabling loyalty programme members to use their grocery spending rewards for Singapore Airlines flight redemptions. This is a key differentiator for the Link Rewards programme.
- Trust (Trust Card)coreThe Trust Card is a co-branded financial product linked to Link Rewards, enabling cardholders to earn up to 21% savings when shopping at FairPrice Group stores. The Trust Card is promoted alongside Link Rewards on the programme website.
Scale indicators1 record
Recent moves5 records
Expansion highlights2 records
My Plus Life competitors and assessment
Company assessmentDirect peers
- CapitaStar (CapitaLand): CapitaLand's Singapore coalition loyalty programme that lets members earn and redeem STAR$ across a network of malls, retail, and dining partners — the most direct domestic parallel to the Linkpoints model.
Others
- CapitaLand (Malls / Retail Trust): Parent of CapitaStar and the largest retail-mall operator in Singapore; serves as a key earn/redemption venue for CapitaStar and is a structural parallel to NTUC Link's anchor-distributor relationship with FairPrice Group.
Regional players
- Air Miles (LoyaltyOne Canada): Canada's flagship coalition loyalty programme aggregating points across fuel, grocery, and retail partners with airline redemption — a mature, large-scale coalition model directly comparable to NTUC Link.
- Everyday Rewards (Woolworths Group): Woolworths Australia's coalition loyalty programme with thousands of earn partners and airline-miles conversion (Velocity) — a grocery-anchored coalition loyalty with travel conversion, mirroring NTUC Link's model.
- BonusLink (Hong Leong Group): Long-running Malaysian coalition loyalty programme owned by Hong Leong, aggregating points across banking, retail, and fuel. Closest Southeast Asian cross-border analogue to NTUC Link's coalition structure.
- Octopus Rewards (Octopus Group): Hong Kong's closed-loop payment-and-rewards network that lets consumers earn and redeem cash value across retail and transit — analogous in unifying everyday consumer spend under a single points/cashback layer.
- Plenti (Mastercard): US multi-sponsor loyalty programme powered by Mastercard that lets members earn and redeem points across a network of retail and dining partners — same coalition earn/redemption logic as Linkpoints.
Broad incumbents
- Aimia / Kognitiv: Global coalition loyalty technology and operator (formerly Aeroplan) that builds and runs multi-partner rewards programmes for retailers and banks — comparable in coalition architecture, though at much larger scale.
- Nectar (LoyaltyOne / Groupe Aeroplan): UK coalition loyalty programme operated by LoyaltyOne, pooling points across multiple grocers and retailers under a single brand — same multi-sponsor coalition mechanics as Linkpoints.
Emerging players
- Touch 'n Go eWallet (PLUS rewards): Malaysia's leading e-wallet with a points-based rewards layer across retail, F&B, and transit — a digital-first coalition rewards model relevant to NTUC Link's app-driven roadmap.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks4 records
Key highlights5 records
Customer concentration
My Plus Life social profiles
Digital presenceMy Plus Life financial estimates
Financial estimateRevenue estimate
Valuation estimate
My Plus Life leadership team
Management profileNumber of profiles
My Plus Life funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
My Plus Life M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about My Plus Life
What does My Plus Life do?
My Plus Life (operating as NTUC Link) runs the Link Rewards Programme, a coalition loyalty programme that lets Singapore consumers earn 0.50 Linkpoints for every $1 spent at FairPrice Group stores and across 1,000+ partner outlets. Members can redeem Linkpoints at 100 points per $1 instant discount, convert points into KrisFlyer miles with Singapore Airlines, and unlock app-exclusive rewards from 20 Linkpoints. The programme is tightly integrated with a co-branded Trust Card that delivers up to 21% in combined savings when members shop at FairPrice Group merchants.
Is My Plus Life a public or private company?
My Plus Life is a private company. It is classified as corporate owned and is currently operating.
When was My Plus Life founded?
My Plus Life was founded in 1998.
Where is My Plus Life based?
My Plus Life is headquartered in Singapore, Singapore, in the Asia region.
Who are My Plus Life's main competitors?
CapitaStar (CapitaLand) is listed as a direct peer. CapitaLand (Malls / Retail Trust) is listed as an others. Regional players are Air Miles (LoyaltyOne Canada), Everyday Rewards (Woolworths Group), BonusLink (Hong Leong Group), Octopus Rewards (Octopus Group) and Plenti (Mastercard). Broad incumbents are Aimia / Kognitiv and Nectar (LoyaltyOne / Groupe Aeroplan). Touch 'n Go eWallet (PLUS rewards) is listed as an emerging player.
Does My Plus Life have an API?
No public API is recorded for My Plus Life.
What industry is My Plus Life in?
My Plus Life's product category is Consumer Loyalty Rewards. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms, with a secondary code of THALAKAC, Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences).